AI is already changing the front door of travel. PwC's 2026 US Consumer Poll on Summer Spending shows 44% of consumers use AI tools to compare prices, 42% to research destinations and travel options, and one-third use AI agents or bots to book portions of their trips.

As AI increasingly shapes how travelers discover, choose, book and engage, the question is becoming not just how travel and hospitality companies use AI, but how ready they are to turn it into meaningful customer and business value. That requires connecting customer intelligence, content and experiences across the journey so organizations can recognize, respond to and create greater value from every traveler relationship.

Join John Rolston, Customer & Commercial Excellence Partner at PwC, and Julie Hoffman, Global GM for Industry Strategy in Travel, Hospitality, Dining, and Loyalty at Adobe, for a discussion on what it takes to build an Intelligent Customer Edge for travel and hospitality. They'll explore where the industry stands in its AI readiness, how AI, data and content can power more relevant, continuous experiences, how loyalty evolves around recognition and value, and how brands can prepare for a future in which AI agents increasingly influence traveler decisions and transactions.

The goal: move beyond disconnected AI use cases toward an intelligent, connected traveler journey that drives measurable growth.